“At a time when Michigan finds itself reeling from the struggles of the industry that dominated our economy for 100 years, Pure Michigan gives America (and the world) a whole new perspective on a state that has so much more to offer than idled factories. It’s not just an ad campaign, it’s a whole new brand.”
The Marklantz Project
(I’m not quite finished with part three of my interview with writer/director Cindy Gusafson of Kalamazoo, Michigan. But it seemed a fitting time to showcase some wonderful commercials known as the Pure Michigan campaign.)
I grew up hating Michigan. Not the state but the football team. It may of had something to do with my parents meeting at Ohio State University and both graduating from there. I grew up a Buckeye not a Wolverine. Woody Hayes—good, Bo Schembechler—bad. So it was quite a suprise when over a decade ago I drove the big loop around Lake Michigan enjoying places like Sleeping Bear Dunes, Traverse City, Mackinac Island, and the Upper Peninsula.
There’s a lot of raw beauty in Michigan and some of that was captured in the 2009 campaign known as Pure Michigan.
“The real secret of Pure Michigan is understanding the trick to tourism marketing: Don’t tell people what they can do at your destination, help them experience what it feels like to be at your destination.”
The Marklantz Project
Here is how the case study from The Marklantz Project with some insights into the campaign strategy. Insights that might help your own storytelling.
What Was The Insight?
Not Just A Getaway, A Quest For Something Better.
They want a vacation destination that takes them out of the sameness of their everyday routine. They want to feel transported . . . both physically and spiritually.
What Was The Fact?
There’s A Perfect World In Your Own Backyard.
Michigan is an entire (and big) state that feels like the authentic destination of their daydreams. It’s less like everything is and more like everything was meant to be.
What Was The Feeling?
Majestic, Mythic & Magical.
Michigan is a place of clean waters, clear skies, broad landscapes, authentic towns and unique cities. Michigan is a place that inspires awe, wonder and human connection.
What Was The Idea?
In our overdeveloped, strip-malled and Starbucked world, one state still feels magic, mythic, authentic, untamed, unspoiled, uncompromised, timeless and true.
P.S. Here’s another Michigan comemercial that aired at the Super Bowl this year.
Related Posts: Screenwriting from Michigan